Tag Archive for: media relations

Google once again updated its Product Review Update for 2022. Google’s Product Review Update and consumer PR are closely tied. Yet, for many CMOs and PR people, this update falls below the radar, but it has big implications for consumer products, consumer tech and household goods PR, SEO, and marketing, so it’s important to pay attention. Last year, we covered Google’s views on product reviews too, so if you read last year’s piece, some of this may sound familiar.

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The April 2021 Google PRU provided these guidelines for reviews and consumer PR:

  • Express expert knowledge about products where appropriate? 
  • Show what the product is like physically, or how it is used, with unique content beyond what’s provided by the manufacturer?
  • Provide quantitative measurements about how a product measures up in various categories of performance?
  • Explain what sets a product apart from its competitors?
  • Cover comparable products to consider, or explain which products might be best for certain uses or circumstances?
  • Discuss the benefits and drawbacks of a particular product, based on research into it?
  • Describe how a product has evolved from previous models or releases to provide improvements, address issues, or otherwise help users in making a purchase decision?
  • Identify key decision-making factors for the product’s category and how the product performs in those areas? For example, a car review might determine that fuel economy, safety, and handling are key decision-making factors and rate performance in those areas.
  • Describe key choices in how a product has been designed and their effect on the users beyond what the manufacturer says?

 

What Will Google’s Product Review Changes Mean for 2022?

No doubt, Google’s PRU and consumer PR play in the same sandbox. Savvy editors will look at their product coverage with fresh eyes because this can be a huge impact to large publications with lots of reviews content. Today’s editors are more than content strategists, they’re expected to incorporate SEO considerations into their coverage as well. In the April 2021 Google Product Review Update (PRU), Google announced it would reward in-depth review articles that showed extensive knowledge of the product and context on its usefulness.

This year, it also strongly suggested that it will favor coverage that includes the writer’s own experience with the product – this could be a photos, videos, or other evidence to reinforce the product review expertise and authenticity. Google ALSO wants reviews to provide multiple sales links so the consumer can purchase at the merchant of their choice. This is reasonably good news for DTC products since they will now have a higher likelihood that they will include their URL alongside other purchasing options.

 

Earned Media: Help Journalists and Influencers Be Product Experts

The more you can do to make a journalist or influencer an expert, the better your earned media will be and the happier editors will be to include your products. For CPG companies or consumer tech companies, this means product samples should include in-depth tips that highlight product features and use cases so the reviewer can get to work quickly by experiencing the product. It’s tempting to just throw a product into a shipment the same way you do with consumers – but keep in mind, your customers have already researched your product. Developing B-roll for the product is key also, this allows your reviewer to create high-quality product video quickly. Your customers probably already KNOW the features and comparisons, but a journalist or influencer may not. We’re recommending that companies with a PR sample program get really smart about their PR sample kits. Media kits should also include several links, including major sites with affiliate programs, like Amazon. Take advantage of Google’s Product Review Update for your consumer PR.

 

Paid Coverage: Don’t Lean Too Heavily on Thin Affiliate Content

In April 2021, Google warned that thinly reviewed affiliate links would have even less authority than before – site reviews have proven. Yes, links matter, but if the entire site’s SEO depends on low-quality links, then their content and the site will not receive the much-coveted Google authority. For CPG or consumer tech or household goods brands, this is really important, because historically, your SEO and PR team would work together for affiliate links and product placement. But affiliate links will continue to be relevant for media outlets looking to diversify their revenue streams, so if you haven’t already, make sure you’re providing journalists with an affiliate link too.

Owned Media & Paid Media: Comparison Charts for the Win

It might seem counter-intuitive, but the more you can provide content as to how your product compares, the more likely your product is to be included. This is especially important for consumer product companies who are up against major household names. And if your product is well-suited to a particular niche, this is the time to exploit that. Remember, providing the context saves huge time for the journalists and makes it much easier for them to create multiple product reviews for your product.

On your website, consider these tips for your product pages too. You can’t be too helpful for Google.

Paid Media: Incorporate Branded Content Accordingly

For both your earned and owned media, keep these updates in mind to ensure your content stays fresh in the eyes of Google. Whether that’s a press release or a blog post or sponsored content, do yourself a favor and incorporate both 2021 PRU updates. And think ahead. What Google is trying to do is ensure search results match intent (informational vs. buying, for example), match the searcher’s desires. Take the high road on content – make it useful, contextual, and keep your buyer’s customer journey in mind. If your content is for those on the early side of the buying decision, then make sure your content answers common questions for early-stage buyers, if your content is for those who are ready to buy, be sure to incorporate those keywords as well. If you think ahead and remember your customer’s intent matters a lot to Google, your content can pay dividends for years to come. Regardless of who is creating the content, be sure you include keywords and the overall strategy of the document to the writer. A decade ago, SEO content could be reasonably low-quality content, so long as it was jammed with keywords. Since then, Google has been signaling its desire for high-quality content, and it’s been doubling down on that every year – product pages and product reviews are no exception. Now isn’t the time to take a shortcut.

 

2022 will be a big year for a lot of consumer products as the supply chain (hopefully) loosens up, so stay attuned to Google and make sure your SEO and PR are coordinating intentions and content. Contact us today to incorporate these important digital considerations into your PR.

Public relations is a key component to winning CPG product launches. A product launch is an important event for any company – and even more so for consumer packaged goods (CPG) companies. Successful product launches can result in increased market share, brand awareness, and sales. And while there are many different ways to execute a product launch, using public relations (PR) is often a smart strategy. Here are three great ways to use PR for a CPG product launch.

One key strategy regardless of how you launch: for consumer products, it’s exceptionally important that your PR and marketing stand out in the competitive environment for consumer attention. 

 

  1. Secure Early PR Coverage & Stay Consistent

For any new CPG, consumer trust is a prerequisite for great sales. PR leads in trust, so it’s important that consumer packaged goods companies secure early coverage to build consumer trust, awareness, and excitement for their product launch. 

Traditional tactics would include samples and a press release. A more modern PR approach is a well-developed, and SEO-optimized media sample kit and specific information a journalist needs to write a winning review of the new product. If you’re pitching digital outlets or podcasts that aren’t generated months in advance, another approach is pitching consumer reporters on-trend stories that will include your product as an example. Securing coverage in the early stages of a product launch will help to set the tone for the campaign and generate excitement among consumers and retailers.

Plan on aggressive PR focusing on earned media throughout the first year. If you’re satisfied with market share after the first year, you may consider moving to more brand awareness PR vs. earned media CPG PR

 

  1. Execute A Distinctive Social Media Strategy

Social media is a key channel for consumer packaged goods companies to reach their target audience. Think about how your target demographic uses social media, especially their interests. From there, think of content your target audience would particularly appreciate and where the content will work best. For example, you may have a video for Facebook and YouTube because the content is best suited to the ways your customers use those platforms. On the other hand, you may do something different from Instagram and TikTok. It’s truly time for CPG companies to think beyond the traditional influencer campaign. Be creative. For example, Bounty towels recently hired influencers to put Bounty in the background of their videos – this is a twist on product placements. P.S. be sure you stay out of hot water with the FCC and be sure to disclose the relationship. Always consider how your content can create newsworthy buzz to get extra mileage and earned media. Contests and giveaways can also be incorporated to generate consumer interest around the product launch.

 

  1. Leverage Paid Media

consumer packaged goods companies should consider leveraging paid media to support their product launch. Again, think creatively and be sure your campaigns align. For an extra dash of newsworthiness, consider incorporating your purpose, or another extension of your brand. Consider paid media outside of traditional print, TV, and radio, and dig deep into target markets with paid placements in locations that specifically resonate.  Paid media helps you quickly and generate awareness for your product launch, and when paired with high-trust PR tactics, paid media can be the conversion point that drives additional sales. 

 

While there are many other strategies and tactics that consumer packaged goods companies can use to support a product launch, these three strategies are a good place to start. By executing a solid consumer packaged goods PR strategy and supporting it with paid media, consumer packaged goods companies will be well equipped to win the consumer product launch battle.

Since our inception, we’ve been helping consumer packaged goods companies win the launch of their new products. In that time, we have learned many critical elements to a successful consumer packaged goods PR campaign. While there are many strategies and tactics, here are three simple things you can do for your next CPG product launch. 

Read more about our previous work here.

 That’s a question that many business owners and CMOs are asking themselves in today’s digital age. The answer, unfortunately, is not a simple one.

Before we talk about press releases, let’s take a step back and look at some basic PR knowledge and when and where press releases do work. 

Pros and Cons of Press Releases

On the one hand, press releases can be an incredibly valuable tool for getting your story out there and reaching a wider audience. They can help you build credibility with media outlets and create a positive image for your brand.

On the other hand, press releases can be quite expensive to produce and distribute, and they may not always be effective in reaching your target audience. 

Given the state of the press in today’s media-saturated environment, press releases do this: more people see them than they did years ago when people actually opened their mailboxes to find physical press releases with paper clips on them! Today’s press releases aren’t exclusive to journalists. In fact, most PR experts agree: press releases do little to gain earned coverage. Direct pitching an inside scoop is much more effective. 

But, press releases are still an effective way for organizations to disseminate news to journalists, media outlets, and bloggers in a format that is easily digestible by search engines. This allows for wider distribution of your message, which will eventually lead to backlinks and press mentions. However, if you’re looking for tangible ROI from press releases, you might be disappointed – press releases are not the silver bullet for marketing success.        

9 Reasons Why You Should Issue a Press Release

Whether or not to issue press releases is a decision that should be made on a case-by-case basis with your PR agency. If they recommend press releases, there may be a few reasons why: 

1) Well-written press releases are an effective part of an SEO strategy and improving search engine rankings. 

2) Press releases help to establish your company or organization as an authority in your field.

3) Issuing press releases can help you to build relationships with journalists and bloggers.

4) Press releases can enhance the all-important trust factor.

5) Press releases can be a way to spread the news about your company’s products and services during slow news periods.

6) Issuing press releases is a great way to stay connected to journalists and bloggers who might write or blog about you in the future.

7) Press releases can serve as “proof” that you are actively involved in your industry if someone were to call out of the blue for this reason.

8) Well-written press releases can establish thought leadership, which may help attract new clients down the road.

9) In today’s world, press releases can be powerful social media content tools — if they’re written well, quickly go through press mentions and social sharing.

A modern PR agency can help you determine whether press releases are the right tool for your organization and, if so, how to write them in a way that will garner the most attention. For more information on press releases and other aspects of effective PR, please contact us.

4 Reasons Why PR Boosts Marketing Results

 

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One thing is for certain: These are only 4 reasons why PR boosts marketing results almost immediately.  Brands, business owners, and entrepreneurs often overlook PR as part of their marketing strategy. That’s a shame because one thing you’ll notice about any top-level brand in any vertical is a cohesive and integrated PR plan. Savvy CMOs whisper to one other that PR is their magic bullet, the secret sauce to their most successful marketing campaigns.  Put another way: PR is only useful if you want to be recognized as the best of the best.

Why then do emerging brands ignore PR? It’s often a case of not really understanding what PR’s role is in the marketing ecosystem. That’s understandable because it’s a more nuanced form of marketing. PR and marketing are very complimentary siblings.

So how does PR boost growing brands and their marketing initiatives?

PR CREATES TRUST and SOCIAL PROOF

With competition higher than ever, and trust in businesses lower than ever, this is perhaps one of the most important roles of PR. Whether you’re in an emerging industry or an established one, PR helps your investors, bankers, stakeholders, and customers understand you better and trust you more.

It’s because you give up some creative control in PR that the reader assigns enhanced trust. You don’t WANT your press coverage to sound like an ad, you want your press coverage to sound authentically observational.

 

Advertising conversions go up when paired with PR.
Investment easier to secure once you’ve been in a top-rated business publication.
Customers proactively advocating for you once they see you in their favorite magazine.

 

That’s because everyone understands the difference between a third-party endorsement, like press coverage, and an ad. The additional layer of trust secures new opportunities and reinforces existing ones. If you’re spending money on advertising, why not boost those marketing efforts with PR?

PR BOOSTS YOUR GOOGLE RANKING AND VISIBILITY RESULTS

A modern PR firm like Avaans Media understands that PR and Marketing work together and a critical connector is your reputation on Google. Anyone even thinking of connecting with your brand whether through purchase, investments, or partnership, will absolutely begin their research with a Google search. Here’s the good news, you are in control of your Google results!

The News Section of Google is the most credible section of a Google search and that’s where you want to be. PR does that for your brand and company.

It’s “only” that. It’s those valuable inbound links to your website. Google evaluates the credibility of your inbound links and news outlets rank towards the most important of those signals. But don’t take our word for it, Google your brand and Google your top competitors, you’ll know right away that there’s the opportunity for you to create an advantage.

When your brand is in the press, you’re telling Google you take your digital reputation seriously.

 

360 DEGREE PRESENCE WITH PR

We live in a complicated multi-channel world. It used to be said that it took 7 touch points for people to recognize your brand. In today’s multi-channel, dual-screen world, we believe it’s closer to 12 for consumer engagement and in B2B, it’s said that up to 90% of the decision is made before a client ever talks to a salesperson. Those touch points can come from any channel you choose, but what’s most important is that it’s visible to those looking for it and that they are credible sources of information for the client, customer, or potential stakeholder.

PR is stickier, more credible, and easier to find than an ad. 

In today’s digital world, if your brand has grand ambitions, you simply must allow PR to support your paid media. It’s the ultimate buying equation.

BOOST YOUR MARKETING WITH PR ACTIVATION

This one is a bit more strategic, but the perspective PR brings boosts marketing initiatives. Have you ever seen an advertisement or an event covered in the press? How amazing is it to take a piece of earned or paid media and activate with press coverage? It instantly elevates all your marketing efforts. Have ave you ever wondered why some things get press coverage and others do not? That’s the magic of an integrated PR and marketing perspective. PR can often give that strategic edge that creates a press-worthy event or advertisement. This is true in consumer and B2B marketing initiatives. Throughout the years, we’ve secured millions of dollars for marketing-driven initiatives because there was something notable or timely, or intuitive about the marketing initiative.

PR is like the midas of marketing, it adds value to everything it touches.

Alternatively, we have helped our clients avoid embarrassing pitfalls that could have generated negative press or created a social media firestorm. PR agencies maintain that 3rd party that is so important to helping CMOs cut through the noise. These 4 ways PR boost marketing results aren’t exhaustive, the opportunities are endless.

 

At Avaans Media, we take a truly holistic look at your marketing efforts and constantly identify ways for emerging and ambitious brands to maximize marketing and PR. Yes, we consistently secure press for our clients, but we’re also always looking for ways to maximize paid initiatives like SEO and advertising. Contact us today for valuable insights you can start using immediately. 

PR for Direct-To-Consumer (DTC) Brands

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Direct-to-consumer (DTC) brands are increasingly growing in popularity. While the industry itself is hardly an emerging industry, many DTC products represent a disruption in the status quo.  Instead of buying from a third-party retailer, customers can purchase products or services directly from the company. Businesses with successful DTC brands typically have one thing in common: a strategic and effective way to reach their target market.

Using targeted public relations and social media campaigns for DTC brands can create brand awareness, reach your ideal audience, and engage with current and potential customers. However, it’s not merely about posting things on Twitter or Facebook, and suddenly your business makes more money and grows. Creating a successful digital marketing plan means knowing when and how to use PR and social media for DTC.

 

Why Brand Awareness Is Crucial for DTC Brands

If you have a DTC business, you need to implement a marketing strategy that focuses heavily on brand awareness. In the beginning, your main goal isn’t as much about making sales as it is about garnering attention from potential customers, so they know who you are and the types of services or products you offer. These are the people who might encounter your brand again down the road and decide they want to buy something.

Building brand awareness begins with online advertising. Your target audience should be served interesting and unforgettable ads. It’s about creating a lasting impression in the minds of potential consumers and building trust. The more ads they see from you, the more they will feel comfortable with your business. Online shoppers are more likely to trust a brand they’re familiar with than one that doesn’t seem legitimate.

 

Using Social Media to Engage With Customers

Once you’ve established yourself as a brand, you need to maintain that awareness throughout various digital marketing platforms. An effective way of doing that is by using social media. Facebook, Instagram, Twitter, and YouTube are excellent forms of marketing to target a specific demographic or communicate with current customers.

 

You can increase your followers, attract new viewers, and engage with the people who are actually purchasing your product. The share feature within many social media accounts also allows users to quickly and easily spread the word about your brand to others. It’s basically like word-of-mouth advertising but via the internet.

 

One of the best features of social media marketing is customers’ ability to buy things through links included in the posts. If you incorporate relevant links in each post connecting to your products and services, it creates a hassle-free experience for consumers to make a purchase directly from your Instagram page or YouTube video.

 

Don’t Forget About Your Public Relations Plan

The right public relations strategy can inform the public about a company’s brand, build and maintain reputations, and gain credibility with a target audience. It’s not just about letting people know you exist, but also about letting them know exactly who you are. You’re trying to create an image, and the way you go about doing it can have a positive or negative impact on consumers.

 

Some of the most common PR strategies include:

  • Brand identity – Choose a logo, determine how you want your website to look, pick the tone you want to convey when communicating with customers, and pick visuals to use for your social media campaigns.
  • Messaging – You should include a backstory about who you are and how you got started. You should also incorporate your company’s values and mission. It’s critical that your tone remains consistent throughout all PR and social media for DTC. If you regularly change the voice conveyed through your marketing, customers will have difficulty trusting you.
  • Events – You can host an event or sponsor one where you know your target audience will be. Potential customers will see that you’re a legitimate business and learn about the products or services you sell. You will also have the opportunity to speak with them face to face and build trust.
  • Media – Press releases are an excellent way of notifying the public about the launch of your new brand, releasing a new product, or a sale or giveaway.
  • Partnerships – Partnerships can be a significant part of promoting your business. You should stick with people and companies that are relevant to your brand. For example, if you sell hiking gear, it wouldn’t make sense to work with a restaurant. Instead, you might want to partner with a sporting goods store and stock their shelves with your product.

 

Combining Social Media and PR for DTC Brands

 

Your brand could benefit from integrating your social media marketing and public relations campaigns, since both can complement each other.

Common examples of integrating social media and PR campaigns are:

  • Influencer Outreach – Social media influences are an excellent source for promoting someone’s brand. They typically have hundreds of thousands or millions of loyal followers who trust them and purchase the products they promote.
  • Digital Press Releases – Traditionally, companies send press releases to journalists to convey information about their brand. However, in the digital age, you can publish your own press releases on your social media accounts, through email, or as a blog on your website.
  • Forging and Maintaining Relationships with Journalists – You can use social media to create relationships with journalists in your industry that benefit your company and achieve your marketing goals. It doesn’t take much effort to gain their trust and support – if you take a genuine approach by following them on social media and sharing their posts, they might be willing to do the same for you.

 

Contact Avaans Media

If you’re looking for the right marketing agency to expand your digital audience, increase your return on investment, and successfully grow your business, Avaans Media can help. We have over a decade of experience creating and implementing effective PR and social media campaigns for DTC brands.

 

Schedule a call or complete our online form if you want to discuss your goals and determine the most effective strategy for improving your online presence.

5 PR Trends CMOs Need to Watch for 2022

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There’s no shortage of uncertainty in marketing and PR planning for 2021. But there are some trends happening that are sure to impact PR and Marketing in 2021. At Avaans PR, CMO’s love us because we know consumer trends impact where our target audience will be, the frame of mind they’ll be in and what journalists will write about.  On a tactical level, trends impact our content creation, journalist relationships, and campaign recommendations we’re making now and in the next year. We’re ready for 2021 to require agility, but we’ve found that even agility requires forward-looking and yes, some planning. These are 5 of the marketing and PR trends for 2021 we’re watching on behalf of our consumer-forward brands.

PR Trend #1: Techlash Continues

From a PR trend perspective, this has a tremendous impact. Now is the time to reimagine how you’ll use social and digital media in 2022, from both a marketing and PR perspective.

The sting of social media won’t soon to be forgotten by consumers, regardless of political affiliation. During 2020, in particular, during the pandemic, social media took on outsized importance, but also affected consumers in new ways, and not all of them positive.

Yes, consumers continue to spend time and even buy on social media, but they are spending more and more time in micro-groups of their own on platforms like Slack or Messenger, or in like-minded platforms. This means brands will have to be extremely smart about their placements and presence in 2021. The separation also requires brands to be exceptionally clear about who their customers really are.

Further, the coveted 25-55 college-educated, earning $100,000 or more per year are using social media for customer service. This coveted group will not support companies who don’t support customer care. If 2020 was the year of pandemic-related customer acquisition for your brand, 2021 will most definitely need to be about keeping them happy and engaged. Part of that will most definitely be a branding effort to existing customers, ensuring your values align with theirs (more on purpose-driven initiatives below).

But it’s not just customer service affecting social media in 2021.  e-Marketer reported:

We have increased our forecast on mobile messaging and now believe time spent by US adults will grow by 4 minutes in 2020, to 24 minutes per day, not only due to the pandemic but also data showing strong engagement on messaging services like Facebook Messenger, WhatsApp, and Apple iMessage.

 

PR Trend #2: Work With Media in New Ways

Whether it’s TV, programmatic, or print, all media outlets are bracing for reduced advertising revenue in 2021. This will have very real implications for public relations initiatives.

First, according to Edelman, trust in media actually increased in 2020. This means you should absolutely be leveraging the trust of other outlets, particularly in lieu of the distrust around social media. However, you should do so with earned media and branded content.

Expect to see more “branded content,” in 2021. Well done branded content can be very effective in both PR and branding, so consider these options carefully. Branded content is better received than traditional ads, in fact, Second Street Lab reported in June that branded content through premium publishers sees a 50% brand lift.

Further, outlets will need to keep eyeballs on their content, to help drive ad revenue, brands with media relations campaigns should be looking at ways to support outlets who support them. At Avaans PR we are actively doing this for our clients already and seeing great brand lift and also enhanced journalist relations.

 

PR Trend #3: Purpose-Driven Buyers

Trusted brands saw huge increases during the pandemic, up to 50% growth, according to McKinsey. This is due to an unprecedented shift in brand loyalty during the pandemic.

Even pre-pandemic, affinity for brands who take a stand and align with consumer’s values were seeing real ROI on purpose-driven initiatives. As Americans slog through the pandemic, they are consistently re-evaluating priorities, this is especially true for Millenials and GenZ.

PR trends for 2021, include self-love and body positivity will be a purpose for many buyers, especially those who emerge from isolation hibernation with a few extra pounds. GenZ is feeling stressed. While some are still below the age of 18, they remember the great recession. Right now, self-care and home comfort are top of their list. Pre-pandemic, GenZ was actually returning to malls, but the pandemic has left this generation feeling a bit powerless and reconsidering purchasing behavior, at least for now. But 51% of GenZ’ers say they will return to in-store shopping. But when GenZ returns to stores, according to Retail Dive, they’ll do so with the expectation of safety and a frictionless environment that mirrors the ease of online shopping.   GenZ is also moving towards “thoughtful consumption,” especially those brands with responsible sourcing, environmentally friendly policies or support social issues. Local businesses and minority-owned businesses are also on their radar in a whole new way.

As for Millenials, the eldest of whom are in their 40’s already, are leading the way, followed by the often forgotten GenX, to continue online shopping across almost all verticals from essentials to alcohol, according to McKinsey.

Plus, record low-interest rates have created a whole host of new home buyers. In September 2020, 60% of U.S. homebuyers were Millenials, they’re likely to spend an increasing amount of time at home, items that allow them to spend more quality time with friends and family will be attractive, so delivery and home-based products will take a new focus for that generation.

PR Trend #5: The New Corporation

The media loves cultural changes and the radical changes to corporate America as a result of the COVID pandemic are monumental. From new work structures resulting from work from home to updated DEI hiring practices, diverse executives, and the great resignation, the media is covering companies through a very different lens today.

Technology is a considerable sub-topic here. If your brand is using technology or inventing technology to address these radical changes, there are considerable thought leadership opportunities for you.

From a spokesperson perspective, the media is also being more proactive about gathering a multitude of diverse perspectives on almost any topic. If you’re hiring corporate spokespersons or brand representatives, be clear on your objectives, and your audience. Not all spokespersons are useful in PR, and that doesn’t mean they aren’t perfectly good spokespersons for things like ads or social media, but they might not get a lot of lift in PR.

Trust is no longer a trend – it’s an imperative. From a public relations standpoint, you’ll want to be thinking about how your brand will differentiate itself in the media and marketing activities. With trust and security taking new precedence, brands will need to think about how they will reinforce those messages in a brand-consistent way.  Now is the time to explore partnerships and the potential activations, which will create the memorable moments consumers are craving.

From tourism to retail to direct-to-consumer products, brands will need to be thinking about how they will be relevant at the right moment.

From content to media relations to events, now is the time to plan, but bake in flexibility. For example, secure your video producers now, and create three original scripts, secure the time and the talent now, so you can move faster than everyone else when the moment is right.

PR Trend #5: Cross Collaboration

This is the year where everything needs alignment. If you haven’t already, tear down the silos between PR, Marketing, and Branding. Get those people together now so they can be more effective together in 2022. Think about how each department can align on digital and in-person initiatives. Think about initiatives that are word-of-mouth worthy, there will be plenty of industry and even national coverage for brands that are thoughtful about how they align.

A unified, personal experience will be an expectation in 2021. So ensure your messaging, your purpose, and your plans are operating together, not just in tandem, but together.

Use your owned, earned, and paid media together in new ways and your brand can benefit from the realignment of brand loyalty happening right now.

 

If you’re ready to use these and other marketing & PR trends for 2021 in a more customized way, let’s talk. 

This article has been updated

Tag Archive for: media relations

GLOBAL HYPERGROWTH STARTUP LEVERAGES TECH PR


TO CHANGE THE NARRATIVE WITH TECH CONSUMERS

THE PR CHALLENGE

A creative global AI powered content creation and niche content app seeks to create awareness around product launches and existing properties to increase consumer awareness and increase brand value to enhance investment negotiations. Our nimble team works alongside this hypergrowth technology company to create a lasting impact.

THE PR SOLUTION

We conduct a thorough brand audit to identify key messages, over-arching themes, and storylines for both a consumer PR campaign and an investor PR campaign. We align brand messages with cultural overtones line gender, and equity alongside technology themes like AI, content creation, and global access that strike a chord with journalists.

We create on-brand digital assets and make recommendations to existing assets to support the messaging and develop stakeholder engaging campaigns to launch four product launches within 8 months and pen many thought leadership pieces that appear around the globe on some of the most trusted news outlets in the world.

Our media relations strategy develops general population topics along with pitches for niche interests such as gaming, entertainment, publishing, social media, and technology.

The consumer PR campaign aligns with monthly product launches, each with its own consumer persona and niche interests. We implement the campaigns with an emphasis on technology and entertainment media relations and we implement monthly owned media which aligns with campaigns and product launches.

PRODUCT LAUNCH PR STRATEGY


We develop campaigns with owned and earned media designed to increase awareness for consumers while creating interest with journalists.

TECH MEDIA RELATIONS


Our bespoke campaigns use the cross-over strengths of the brand and its global community to leverage media opportunities. We activate with multiple in-house spokespersons and key influencers.

OMNI CHANNEL STRATEGY


We recommend and implement an owned media strategy that complements business goals. We also review branding assets including the website and social media accounts, to unify the brand, eliminate consumer confusion with unified messaging.

EXECUTIVE THOUGHT LEADERSHIP


We deeply engage with executives and technologists to create a thought leadership campaign that advances key talking points in investor-friendly outlets.

THE KUDOS


“Our experience with Avaans Media was more than we could have asked for. Not only did you blow us away with results, we learned so much from your team of experts. I know we will work together again.” 
-Brand Executive

THE CRUSHING RESULTS

68 pieces of earned media


in global news outlets, not including press releases in 8 months

5.36 Billion 


Global Audience Size

.00003


Cost per person reached 

A CONSUMER TECH PRODUCT SEEKS TO CHANGE THE NARRATIVE WITH PR

THE PR CHALLENGE

A brand with multiple products wants to change the global narrative surrounding publishing and writing through its product launches and elevated consumer technology that allows players to gamify their stories and create their own narratives. But the brand’s competitors have years of dedicated PR efforts behind them, and the brand’s multiple products aren’t unified in the eyes of the consumer.

THE PR SOLUTION

PRODUCT LAUNCH PR STRATEGY


We incorporate all existing assets at our disposal while recommending on-brand messaging changes and developing new assets for consumers and contributors.

MEDIA RELATIONS


We ensure the brand and product launch receive coverage in a variety of national and international publications that write about technology, content creators, media publishing, and social media platforms.

THE RESULTS

Global PR Reach Results in Record Sales

5 Billion


We secure global coverage that reaches over five billion potential readers.

68


pieces of brand coverage 

.00003


Cost per estimated impression

7


brand earned coverage appeared in 7 different languages

BBC news - the most trusted global news source
trend hunter magazine
Consumer Technology PR Firms
MSN Logo consumer trend stories

TO CREATE MEDIA BUZZ AROUND A CANNABIS BEVERAGE LAUNCH

THE PR CHALLENGE

A brand with a cult following, but no media relations or press coverage wants to make its latest product launch splashy with press coverage. Because of pandemic uncertainties, there isn’t any other marketing activation outside of retailer display and influencer product sampling. The target audience is young men in California’s metro locations.

THE PR SOLUTION

PRODUCT LAUNCH PR STRATEGY


We incorporate all existing assets at our disposal while securing exclusive celebrity tie-ins. We ensure on-brand media is included in planning and execution.

MEDIA RELATIONS


We ensure the brand and product launch receive coverage in a variety of national and statewide publications.

THE RESULTS

Sell Out Product Launch Weekend

99% Increase


In cannabis brand visibility

27


pieces of brand coverage in 8 weeks

46%


Of coverage includes brand name in headline 

8M


Audience Reach in 2 months

Muse by Clio Press Coverage
Gothamology men's magazine
Business Insider CPG cannabis media coverage
herb magazine cannabis product launch coverage
BevNet beverage and CPG PR

A STATEWIDE BRAND RECEIVES NATIONAL EXPOSURE & INVESTOR ATTENTION

THE PR CHALLENGE

To create national exposure and redefine cannabis use for a California-based luxury cannabis subscription box to attract investors and brand recognition.

THE PR KUDOS

“Nearly solely responsible for the development and implementation of our public relations campaigns, offerings and promotions, and media management…an excellent feel for gauging public opinion and projecting public reaction to certain campaigns. Best of all, the  campaigns were universally successful, providing significant and measurable growth…comes with my highest recommendation.”


Chris H.,
Co-Founder/CEO

THE SOLUTION

Engage lifestyle, startup, and business journalists on a weekly basis with timely, newsworthy storylines, tied in with announcements, conferences, and media calendars. Increase exposure through on-site activations at tradeshows and events. Ensure effective media monitoring for partnership opportunities and competition.

CELEBRITY WHISPER CAMPAIGN


Our A-List Celebrity whisper campaign secured several paying A-list subscribers. As the word got around in celebrity circles, the word-of-mouth ROI was clear.

ON-GOING COAST-TO-COAST MEDIA ENGAGEMENT


Activate media calendars with personalized review opportunities for selected journalists quarterly, which increased journalistic coverage as well as word of mouth.

EXECUTIVE PR and BRANDING


Reinforce executive thought leadership through media profiles, speaking engagements, and custom content development including paid, earned, and owned content.

WORD OF MOUTH CONFERENCE & TRADESHOW ACTIVATIONS


Ensure on-site coverage with journalists through activations of on-site journalists and sponsorships through engaging experiences and access.

PRESS-WORTHY COLLABORATIONS


We conceptualized annual holiday limited edition offerings which enabled never-before collaborations and national press.

THE PR RESULTS

300% Growth


In website traffic from media sources.

200% revenue growth


For 2 years the revenue growth was sky rocketing.

 $750K in earned media annually


From national and California-based lifestyle outlets with an average of 2-3 placements per month.

California PR Firms
PR Firm California
Lifestyle PR Firm in California
Lifestyle PR Firm in California
Lifestyle PR Firm in Arizona
California PR Firms
Get my company in Trend Hunter
429 Magazine
Seattle Bride Magazine
Los Angeles PR Agency

TO ENHANCE PARTNERSHIP & INVESTOR OPPORTUNITIES FOR AN EMERGING CPG BRAND THROUGH EARNED MEDIA COVERAGE

THE PR CHALLENGE

An ambitious CPG brand, previously unknown outside its local area, aims to secure expansion investment and distribution partnerships.

THE PR KUDOS

“Exactly what we were looking for in PR representation…smart, tough, persistent, and well connected… Consistently able to pitch us to the right outlets at the right times to get the coverage we were hoping for. Tara and her team are great and she came up with multiple really creative ways for us to stand out from the masses. I would highly recommend Tara and I would happily work with her again in the future.”


Ryan H.,
Marketing VP
CPG Marketing | Product Innovation | Lifestyle Branding

THE PR SOLUTION

Engage business, lifestyle, and vertical journalists on a weekly basis with timely, newsworthy storylines, tied in with announcements, conferences, and media calendars. Storylines encompassed purpose-driven, product-forward, and executive thought leadership,  Ensure national reputation management with media monitoring and on-going strategic counsel. Ensure key messaging consistency through internal training and on-going media training. Develop owned media assets, including video, press kit, and investor deck to stand out from the pack.

NATIONAL REPUTATION MANAGEMENT


Our national brand, competitor and category monitoring informs corporate decisions including partnerships, product development, and U.S. trends in the lifestyle and wellness category. We’re able to zero in on emerging trends before they happen and activate with strategic pitching.

ON-GOING COAST-TO-COAST MEDIA ENGAGEMENT


Activate media calendars with personalized review opportunities for selected journalists quarterly, which increased journalistic coverage as well as word of mouth.

OWNED CONTENT DEVELOPMENT


On-brand owned media, including branded video and regularly updated press kits and investor decks.

EXECUTIVE BRANDING


Reinforce executive thought leadership through media profiles, speaking engagements, and custom content development including paid, earned, and owned content.

WORD OF MOUTH CONFERENCE & TRADESHOW ACTIVATIONS


Ensure on-site coverage with journalists through activations of on-site journalists and sponsorships through engaging experiences and access.

AGENCY & PARTNER COLLABORATION


Work hand in hand with a branding firm to ensure consistent key messaging and partner PR agencies to ensure joint announcements are mutually beneficial.


Magazine cover featuring brand name and CEO

846 


Unique media mentions in 12 months.

10


Expansion to 10 additional U.S. states and 1 international destination

$7.4 million


Earned media value in 12 months

1


Clio nominated branded video

9% 


Share of voice against 5 aspirational, better funded, more established, national brands.

PR Firm California
Lifestyle PR Firm in California
Business PR Firm California
Reputation Management PR firm
Consumer Technology PR Firm
Consumer Technology PR Firms
green entrepreneur cannabis
Cannabis PR Agency California
MJ Biz
Benzinga cannabis

A GLOBAL TOURISM DESTINATION TELLS SUSTAINABILITY STORY-GLOBALLY WITH PR & SOCIAL MEDIA

THE CHALLENGE

One of the world’s best-known visitor destinations seeks to unify its global social media story-telling by providing agencies representing the destination in Europe, Asia, North America and Pacific regions with best practices, guidelines, processes, and procedures which reflect the global nature of its social media communications.

The organization also needs insights on tracking successful social media campaigns, both organic and paid with KPIs which can be easily reported to stakeholders.

Global social media crisis communication systems and processes are also needed.

At the same time, maximizing resources and merging brand paid social media budget.

THE SOLUTION

Support development of social media KPIs, establish best practices, including user-generated content UGC policies and guidance regarding GDPR. We maintain communication with agencies in Hong Kong, China, New Zealand, Australia, UK, and Germany to ensure consistent on-brand storytelling in social media.

We also manage a global social ad campaign, with a sophisticated funnel, that reaches into 12 countries and is translated into 10 different languages or dialects.

GLOBAL REPUTATION MANAGEMENT


From copy to images and video our international social media oversight ensures the brand story is consistent across languages and platforms including WeChat, Facebook, Instagram, Twitter.

ESTABLISH GLOBAL SOCIAL MEDIA KPIs


We identify, evaluate and maintain organic and paid social media KPIs across 12 different global markets. We watch for shifts and changes and make recommendations to partner agencies and brand based on trends or shifts.

ESTABLISH & MANAGE GLOBAL SOCIAL MEDIA AD CAMPAIGNS


In addition to developing successful advertising campaigns, we developed a system and a process to manage multiple languages and cultural touch points across campaigns.

SUPPORT CRISIS COMMUNICATIONS


We help build systems and processes to implement crisis planning to agencies around the globe for social media distribution. Additionally, we create and establish guidelines for agencies for confident brand communication during periods of crisis for their location.

ESTABLISH INTERDEPARTMENTAL COMMUNICATION CHANNELS


We help build systems and processes to implement crisis planning to agencies around the globe for social media distribution. Additionally, we create and establish guidelines for agencies for confident brand communication during periods of crisis for their location.

ESTABLISH SOCIAL MEDIA GUIDELINES


From crisis management to content and branding, our team develops guidelines and training for agencies around the globe. We also support the organization with recommendations on important changes including GDPR, FTC Influencer Guidelines, and User Generated Content (UGC)

THE PR SUCCESS RESULTS

494%


Increase in social brand reach

494%


Increase in social brand reach

91%


Increase in social media brand engagement

25% 


Action rate on paid social website click campaigns.

133.6% 


Action rate on paid social video view campaigns

100.4% 


Overall action rate on paid social ad campaigns.